Public Relations Tactics

Editor’s Note

July 3, 2013

This issue marks our 19th anniversary — we published our first edition in July 1994. To mark this occasion, we decided to freshen up the look of the paper. Our art director, Susan Yip, and creative services director, Lenore Oliveri, took charge of the redesign, tweaking the layout and typography for a more visually driven look. We hope that you find the new design engaging.

And more changes are on the way, which you’ll hear about in the coming weeks. To start, you’ll have more choices about how you’d like to receive your publications. PRSA is offering an electronic version of Tactics as an alternative to the print edition. 

You will have the option to receive each issue in an e-newsletter format directly to your inbox ahead of the print addition. This will allow you to scan headlines to get the big picture and read the articles at your convenience — on whatever platform is best for you. The monthly e-newsletter will also include links to supplemental PRSA features and resources.

And starting with this issue, the print version of Tactics will also be available as a flipbook, viewable on a variety of devices that support either Flash or HTML 5. (The Strategist has been available in flipbook format since 2010.)

Current members will have access to both versions of the publication. However, we encourage everyone to consider only receiving the online versions, helping PRSA to reduce our environmental impact, to promote online engagement within our community and to meet the needs of our increasingly mobile membership.

As you may have heard, Arthur Yann, APR, PRSA’s vice president of public relations, died suddenly on June 13. He was 48. Arthur was my direct report these past five years, and we worked together on many projects, including the revamped Issues & Trends that PRSA introduced in 2010.

I’ll miss our weekly meetings, where after the business at hand, we’d end up talking about two of our favorite topics — sports and movies. Arthur grew up in Pittsburgh and was an avid Steelers fan. I’m from Ohio, and was loyal to his team’s rivals — the Cleveland Browns and Cincinnati Bengals. We’d exchange playful jabs about the various players who made these games so fun to watch through the years.

Also, like me, Arthur appreciated the cinema classics: comedies from the 1980s such as “Animal House,” “Trading Places” and “National Lampoon’s Vacation.” He’d enjoy working a movie line from one of these gems into conversations during meetings. And it always seemed as if we were the only two people who found this funny.

John Elsasser

John Elsasser is the editor-in-chief of Tactics. He joined PRSA in 1994.


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